Yves Saint Laurent to Become ‘Saint Laurent Paris’ in the Fall
Yves Saint Laurent is getting a makeover.
Hedi Slimane, the new creative director of YSL, announced that the brand will be renaming itself Saint Laurent Paris come this fall. The name change is all part of a re-branding plan spearheaded by Slimane, who took his new position in March. Slimane took over for Stefano Pilati, who’d been the fashion house’s creative director since 2004.
The designer plans to use the same font that Yves Saint Laurent himself used when he first launched Saint Laurent Rive Gauche in 1966. A YSL spokesperson told WWD that the “original branding” will be used to restore “the house to its truth, purity, and essence – and taking it into a new era”, while still “respecting the original principles and ideals.”
According to WWD, we can expect to see the new name implemented by the time Slimane’s debut spring/summer 2013 collection arrives in stores.
Frequent YSL buyers, don’t worry. The brand’s logo will remain the same.–Stacy-Ann Ellis